Teleflora + Custora: Using CLV to Drive Sustainable Growth

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We recently hosted a webinar with Tommy Lamb, Teleflora’s Director of Loyalty and Retention. Tommy, who has previously held positions at Dermstore, Lucky Brand, and BCBG, walked us through the ways his team is leveraging customer data to drive sustainable growth. Check out the full video below.

Custora’s CEO, Corey Pierson, kicked off the webinar by discussing why customer-centric metrics such as customer lifetime value (CLV) are essential indicators of the health of retailers’ customer databases, and why customer retention is becoming more important than ever.

Tommy then shared four case studies—churn prevention, VIP programs, and two cases of advanced segmentation. In each, he used Custora’s predictive algorithms to select the best audiences at key moments in the customer lifecycle. He explained how he determined which opportunities to pursue, how he began testing offers and creatives, and how he used holdout groups to measure the success of each campaign.

Fill out the form below to get the recording.

What I learned from analyzing 20+ high-growth online fashion brands

One of the things I like the most about my job at Custora is building our research platform, The Custora E-Commerce Pulse. I get to work with dozens of e-commerce retailers, geek out over their data, and interview the best & brightest minds in e-commerce and digital marketing (by the way, if this sounds like your idea of fun, we’re hiring).

Custora E-Commerce Pulse Fashion-Growth Fashion Index
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The Fastest-Growing Online Fashion Retailers & What Sets Them Apart [New Report]

Introducing The Custora E-Commerce Pulse High-Growth Fashion Index: A new research report analyzing 20+ fashion and lifestyle retailers that grew their online revenue and transactions the most in 2014.

 

We’re trying to transition into a type of marketing that produces customers who are going to be more loyal, instead of optimizing for the initial sale. — Tim Grace, VP eCommerce, The Tie Bar

 

fashion e-commerce growth

 

US e-commerce is growing fast, with revenue up 14.9% in 2014 according to the The Custora E-Commerce Pulse — a free online dashboard tracking online transactions from over 100 US retailers, 500 million shoppers, and over $80 billion in transaction revenue.

However, this average growth figure masks that some online retailers are growing much, much faster. For this report, we analyzed some of the fastest-growing online fashion, accessories, and lifestyle retailers based in North America. Our goal was to understand what makes these high performance retailers different from everyone else, resulting in a growth rate that is almost double the overall average.

 

 

We have to create an experience where customers want to tell us more about themselves. — John Tucker, VP of Member Experience, Trunk Club

 

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Webinar: E-commerce email + Lifecycle marketing

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Leading e-commerce retailers are growing 2.5 times faster than average online stores. Email is a big contributor to that stratospheric growth, driving close to a fifth of online orders throughout the year (substantially more on the biggest US online shopping days of the year — Black Friday & Cyber Monday, full report here).

Watch the webinar replay (and download the slides) below for a rundown of how retailers like Backcountry.com, Crocs, Everlane, Sole Society, and J.Crew get the most from their email marketing. Continue reading

Taking the Guesswork out of Marketing – How Guess Uses Predictive Analytics

 

Guess Director of Marketing – CRM, Victoria Grahan, discusses how Custora is helping transform the ways Guess communicates with their customers.

Imagine you’re Victoria Grahan, Director of Marketing – CRM at Guess. You have the resources and support of global fashion brand and you work with a talented team of data-savvy marketers.

Surely you have nailed down marketing analytics and customer segmentation, your email campaigns are micro-segmented and ultra-personalized, and of course, your target CPA (cost per customer acquisition) is as chiseled as the muscles of those Guess models.
Maybe not.
We recently hosted a workshop with Victoria at Fashion Digital New York, where we discussed how a large data-driven organization with a dedicated, sophisticated in-house CRM and analytics team is leveraging external tools like Custora to extend and automate some of their analytics and marketing programs.

Here are a few highlights from Victoria. You can watch the entire 45-minute recording below.
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